2025-05-01T04:01:01Z

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In an exciting development for professionals and content creators alike, LinkedIn has announced the upcoming launch of a new series of original shows that will soon grace the feeds of its users. The initiative is spearheaded by Steven Bartlett, the host of the popular podcast "The Diary of a CEO," which has garnered attention for its insightful interviews with high-profile business figures. Joining Bartlett in this endeavor are other notable personalities, including fashion designer and reality TV star Rebecca Minkoff from "The Real Housewives of New York," as well as Candace Nelson, the mastermind behind the renowned Sprinkles Cupcakes and the Pizzana pizzeria chain.

LinkedIn's announcement, made on a Thursday, highlights the platform's strategic pivot towards enhancing video content as part of its user engagement strategy. The rise in professionally produced videos on the platform is intentional, and users can expect a significant increase in such content in their feeds in the near future.

Davang Shah, LinkedIn's Vice President of Marketing, emphasized the importance of video as a medium for the platform, revealing that total video viewership has surged by an impressive 36% compared to the previous year. Furthermore, he noted that the creation of video content is expanding at twice the rate of other types of posts, underscoring a shift in how users are engaging with the platform.

The new shows will tackle a variety of important issues, including female entrepreneurship, insights from the CEO playbook, and discussions surrounding artificial intelligence. Other prominent figures contributing to the initiative include Shelley Zalis, founder of The Female Quotient, Guy Raz, host of the acclaimed "How I Built This" podcast, and author Bernard Marr.

While LinkedIn plans to release more shows featuring diverse content creators, they are committed to maintaining a curated approach for the time being, ensuring quality over quantity. This initiative builds upon the previously established Wire Program, which has now been rebranded as BrandLink. The initial launch partners for this project, which spans from 2023 to 2024, included esteemed professional news publishers like The Wall Street Journal, Reuters, and Business Insider. LinkedIn has also indicated that new publishing partnerships will be formed this year, with The Washington Post, Front Office Sports, and Adweek among those expected to join the ranks.

This move to include influencers and creators signifies a broader trend within social media, where influencers are increasingly becoming vital voices in discussions about news and topical issues. LinkedIn, once primarily viewed as a self-promotion tool for job seekers, is now frequented by a diverse array of users from venture capitalists to CEOs, who actively engage in discussions on current events and trends relevant to their industries.

The BrandLink program enables both publishers and creators to monetize their video content through pre-roll advertisements that appear within users' feeds as they scroll. This model resembles the advertising strategies seen on platforms like YouTube, where viewers have the option to skip ads after a few seconds. Advertisers can select specific shows for their ads to appear in, leveraging LinkedIn's advanced user data for targeted marketing strategies, with pricing determined through an auction system.

Typically, LinkedIn retains a 50% share of the ad revenue generated through the BrandLink program, although company representatives have refrained from disclosing specific details about the revenue-sharing structure. Creators maintain ownership of the intellectual property for the content they generate for LinkedIn, granting them the freedom to distribute their material across other platforms as wellthough they must first upload it to LinkedIn.

LinkedIn's professional and affluent user base makes it an attractive platform for advertisers. The company has long been courting creators, having launched its Influencers program back in 2012, which encouraged renowned business figures such as Bill Gates, Richard Branson, and Arianna Huffington to share their insights on the platform. In recent years, LinkedIn has intensified its efforts, rolling out various tools designed to help both renowned and everyday creators showcase their expertise and grow their following. Many creators have reported success by utilizing LinkedIn's TikTok-style vertical video feed for their content.

Shah explained that advertisers are particularly drawn to content that is perceived as credible and authentic. He stated, "When you produce authentic and trusted content, it leads to connections, it leads to conversations, and ultimately, it leads to closed deals, and that's what marketers care about the most." This focus on building trust and fostering genuine connections is essential for LinkedIn as it seeks to enhance user engagement and ultimately boost its advertising revenue, which is projected to reach $8.06 billion by 2025, according to forecasts from research firm EMARKETER.

However, LinkedIn faces stiff competition from other platforms like YouTube and TikTok, which already host a plethora of content focused on business and finance. YouTube, in particular, has become a premier destination for podcasts, including the aforementioned "Diary of a CEO." Despite this competition, Brendan Gahan, CEO of Creator Authorityan influencer marketing agency with a focus on LinkedInargued that the platform has distinct advantages. He highlighted its large user base, powerful advertising tools, and a largely brand-safe environment, noting that the platform attracts decision-makers and executives who spend substantial time there.

As LinkedIn further invests in its video content strategy, Nick Cicero, founder of Mondo Metricsan analytics platform and data consultancycautioned that the platform should prioritize the quality of content over sheer volume. Cicero advised, "LinkedIn must curate high-signal content that matches the platform's professional intent, not just push engagement bait. The goal isn't scale, it's signal. You don't need a million views. You need the right 10 decision-makers."